Financial Daily from THE HINDU group of publications
Wednesday, Mar 03, 2004
Mid-day Multimedia gets set for big screen foray
Mumbai , March 2
JUST as Mumbai is the focus for Mid-Day, the afternoon newspaper of Mid-Day Multimedia Ltd, the city will provide the backdrop for its films.
The company, which is making a foray into film production, will position its film stories around Mumbai, said Mr Arindam Mitra, COO, Television Division.
Mid-day Multimedia has often believed that its strength lies in its core geography - Mumbai city - where opportunity exists.
The company's first film, Black Friday, is based on Hussain Zaidi's book on the serial bomb blasts that ripped through the city 11 years ago.
The Rs 5-crore project is under way and the marketing campaign is expected to kick off on March 12, the anniversary of the blasts.
Mid-day is producing the film but the cost of the project is being borne by Mid-day along with well-known producer, Mr Jhamu Sugand.
"This film breaks every kind of established norm in Bollywood. The casting is unusual, the promotions are different and the release is also unusual,'' Mr Mitra said.
Anurag Kashyap, who wrote Satya, has directed the film. The actors include K.K. Menon, Aditya Srivastava and Pavan Malhotra. The fusion rock group, Indian Ocean, is scoring the music.
According to Mr Mitra, the film is being released on international circuit initially, after representations at various film festivals.
"We would like to see the response of the film overseas before we go in for an Indian theatrical release,'' Mr Mitra said. He added that the company was confident of recovering its investment in the film.
The success of this film will be the deciding factor for Mid-day getting into this business.
"We have a number of scripts but our foray will depend on this film,'' Mr Mitra said.
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